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艾媒咨询|2021Q3中国在线直播行业研究报告
本报告涉及的案例/品牌/企业:斗鱼直播,KK直播,盟主直播
随着在线直播行业不断创新,各细分领域保持稳定态势,直播服务往细分化、垂直化发展,包括泛娱乐直播、电商直播、以及企业直播等领域都吸引了更广泛的用户群体。iiMedia Research(艾媒咨询)数据显示,2021年中国在线直播用户规模将达到6.35亿人,在互联网发展的下半场,随着头部互联网平台的布局和垂直领域应用的发展,直播行业将迎来更多元的应用场景,潜在用户规模呈现上升趋势。(《艾媒咨询|2021Q3中国在线直播行业研究报告》完整高清PDF版共44页,可点击文章底部报告下载按钮进行报告下载)
With the continuous innovation of the online live broadcasting industry, each subdivided field has maintained a stable trend, and the live broadcasting service has developed in a fine and vertical way, including pan entertainment live broadcasting, e-commerce live broadcasting, enterprise live broadcasting and other fields, which have attracted a wider range of user groups. According to iimedia research, China's online live broadcasting users will reach 635 million in 2021. In the second half of the development of the Internet, with the layout of the Internet platform and the development of vertical applications, the live broadcasting industry will usher in more application scenarios, and the scale of potential users will show an upward trend.(“iiMedia Report | 2021 Q3 Research Report on Chinese Online Live Streaming Industry”full version has 44 pages in total, please click the Browse HD Report button on the right side of the article to browse the report) -
艾媒咨询|2021年上半年中国在线直播行业发展专题研究报告
本报告研究涉及企业/品牌/案例:斗鱼直播,KK直播,蘑菇街
iiMedia Research(艾媒咨询)数据显示,2020年中国在线直播用户规模达到5.87亿人,预计2022年将涨至6.60亿人。在经历了多年的发展后在线直播行业逐渐细分出了多个分支领域,受疫情影响,娱乐直播、电商直播和公益直播在2020年之后受到了广泛关注。艾媒咨询分析师认为,新技术的迭代和培训体系的完善会使得在线直播行业不断往专业化、规范化的方向发展。而另一方面,随着在线直播行业监管政策越来越严格,直播行业相应的模糊空间将会减少,规范性将会增强,平台需要利用其日渐增加的影响力,通过加强内容监管和公益活动的手段输出正能量,建立良好品牌形象。
According to data from iiMedia Research, the number of online live broadcast users in China will reach 587 million in 2020, and it is expected to rise to 660 million in 2022. After years of development, the online live broadcast industry has gradually subdivided into multiple branches. Affected by the epidemic, entertainment live broadcasts, e-commerce live broadcasts and public welfare live broadcasts have received widespread attention after 2020. IiMedia Consulting analysts believe that the iteration of new technologies and the improvement of the training system will make the online live broadcast industry continue to develop in a professional and standardized direction. On the other hand, as the online live broadcast industry's regulatory policies become more and more stringent, the corresponding fuzzy space in the live broadcast industry will be reduced, and the standardization will be enhanced. The platform needs to use its increasing influence by strengthening content supervision and public welfare activities. The means to output positive energy and establish a good brand image. -
艾媒咨询|2021年第一季度中国在线直播行业研究报告
本报告研究涉及企业/品牌/案例:KK直播,虎牙直播,淘宝直播,斗鱼直播
2020年中国在线直播行业用户规模达到5.87亿人,预计在2021年和2022年将分别涨至6.35亿和6.60亿人。首先是国家出台政策、加强监管,推动行业产出更多如科普、公益等具有积极意义的内容,为行业发展良好环境。其次,随着直播电商、电竞直播的兴起,行业得到新的发展动能,也为上下游企业带来发展机遇,包括MCN机构、声卡设备、电竞硬件等行业均迎来规模增长。 iimedia Research(艾媒咨询)数据显示,在线直播平台用户以年轻群体为主,24岁及以下用户占比49.0%,30岁以下用户更接近八成。艾媒咨询分析师认为,目前游戏类和电商带货类型直播平台用户渗透增长较快,因此对年轻用户吸引力增强,并成为新一代人群娱乐和消费的重要选择。短视频平台是最受受访者欢迎的直播平台类型,占比超四成;其中第一季度受访用户最主要遭遇的不规范直播内容是虚假内容,占比63.5%;同时用户也最反感该类不规范内容,占比45.3%。未来在线直播行业将继续发展,在加强多元内容化布局,使得用户能够观看更多垂直化内容的同时,平台需要利用其日渐增加的影响力,通过加强内容监管和公益活动的手段输出正能量,同时建立良好品牌形象。
The number of users in China's online live streaming industry reached 587 million in 2020, which is expected to rise to 635 million in 2021 and 660 million in 2022.First of all, the government has introduced policies and strengthened supervision of the industry. As a result, more positive pieces of works about fields like science popularization and public welfare were created, so as to create a better environment for the development of the industry.Secondly, with the rise of live streaming e-commerce and live streaming of e-sports, the industry has gained new development momentum, which also brings development opportunities for upstream and downstream enterprises. MCN institutions, sound card equipment, e-sports hardware industries were benefited.According to data from iiMedia Research, users of live streaming platforms are mainly young. Users aged 24 accounting for 49.0 percent, while the proportion of users under 30 were closed to 80 percent.According to analysts of iiMedia Consulting, the prevailing of gaming and e-commerce makes living stream platforms more attractive to young users and become an important choice for the new generation to entertain and consume.Short video platforms are the most popular type of live streaming platforms among respondents, accounting for more than 40%.In the first quarter, the most irregular live streaming content encountered by the surveyed users was fake content, accounting for 63.5%.At the same time, users are also the most disgusted with such non-standard content, accounting for 45.3%.In the future, the online broadcast industry will continue to develop. While strengthening the layout of diversified content so that users can watch more content that they are interested in , the platform needs to make use of its increasing influence to produce more positive works with the works of enhancing supervision and public welfare activities, in order to establish a good brand image. -
艾媒咨询|2020-2021中国在线直播行业年度研究报告
2020年中国直播电商市场规模达到9610亿元,同比增长121.5%。随着教育直播等细分领域快速发展,中国整体在线直播用户规模达5.87亿人。首先是国家制定政策给予支持,积极推动行业发展,为直播行业提供了良好的发展环境。同时,居民在线上消费支出的逐年上涨为直播电商提供积极的社会消费环境。直播企业的兴起也带动了相关行业发展,中国MCN机构数量迅速增长且前景持续向好。iiMedia Research(艾媒咨询)数据显示,用户对直播认可度较高。其中公益直播获65.6%的用户认可,认可度高居首位。社会公益性和非利益性是用户对直播认可度的关键,而专职带货的电商直播亦有良好的社会认可度。电商直播为用户最常观看的直播类型,约五成用户频繁观看,其中17.0%的用户观看频率非常频繁。未来在线直播平台将提高多元实时交互功能,互联网用户的参与度以及直播的关注度将进一步提升。
In 2020, China's live broadcast e-commerce market will reach 961 billion yuan, a year-on-year increase of 121.5%. With the rapid development of education live broadcast and other sub-fields, the overall online live broadcast user scale in China has reached 587 million. The first is that the country formulates policies to support it, actively promotes the development of the industry, and provides a good development environment for the live broadcast industry. At the same time, residents' online consumption expenditure has been rising year by year to provide a positive social consumption environment for live broadcast e-commerce. The rise of live broadcasting companies has also led to the development of related industries. The number of MCN organizations in China has grown rapidly and the prospects continue to improve. According to data from iiMedia Research, users have a high degree of recognition for live broadcasting. Among them, public welfare live broadcasting has been recognized by 65.6% of users, and the recognition ranks first. Social welfare and non-profit is the key to users' recognition of live broadcasts, and full-time e-commerce live broadcasts with goods also have good social recognition. E-commerce live broadcast is the most frequently watched type of live broadcast by users. About 50% of users watch it frequently, and 17.0% of users watch it frequently. In the future, online live broadcast platforms will improve multiple real-time interactive functions, and the participation of Internet users and the attention of live broadcasts will further increase. -
艾媒咨询|2020年中国临期食品行业市场分析及消费者研究报告
本报告研究涉及企业/品牌/案例:好食期,甩甩卖,善食者联盟,钱大妈
从供给侧来看,2020 年中国零食行业总产值规模超过3万亿元,即使按1%的库存沉淀计算,临期食品行业市场规模也会突破300亿元,临期食品市场潜力巨大。从消费端来看,中国相当一部分人群对商品价格仍然具有很高的敏感性,以“低价、去品牌化、物美价廉、基本功能”为特征的消费降级已成为不可忽视的现象,所以2020年中国消费者购买临期食品的主要驱动力是低价购买到需要的商品,性价比较高。
From the perspective of supply side, the total output value of China's snack industry will exceed 3 trillion yuan in 2020. Even if calculated by 1% of inventory precipitation, the market scale of temporary food industry will exceed 30 billion yuan, and the potential of temporary food market is huge. From the consumer side, a considerable number of Chinese people are still highly sensitive to commodity prices. The consumption degradation characterized by "low price, de branding, high quality and low price, and basic functions" has become a phenomenon that can not be ignored. Therefore, the main driving force for Chinese consumers to buy on-the-spot food in 2020 is to buy the needed goods at low price, with high cost performance. -
艾媒咨询|2020年中国移动游戏行业发展专题研究报告
本报告研究涉及企业/品牌/案例:腾讯游戏,网易游戏,三七互娱,多益网络。
中国移动游戏行业在新冠疫情期间实现快速增长,并有望在后疫情时期继续借势增长。iiMedia Research(艾媒咨询)数据显示,2020年中国移动游戏市场规模增长至1850.3亿元,2021年更有望突破2000亿元。移动游戏市场中,电竞、云游戏、海外市场均具有较好的发展机遇。受疫情影响,2020年上半年中国移动电竞赛事更多转移线上举行,近九成受访用户对线上电竞赛事观看体验表示满意,未来疫情影响减弱后,电竞赛事线上线下结合发展的趋势也有望继续延续。云游戏在游戏产业内属于革新性的模式,未来其推广有望突破终端及设备配置限制,将成为厂商重点布局产品类型,2023年预计增至6.58亿人。出海市场方面,海外移动游戏厂商受疫情影响恢复较慢,也是中国企业海外增强影响力的良好机会。总体而言,中国移动游戏未来仍然具有较大增长空间。
China mobile gaming industry achieved rapid growth during the Covid-19 era, and is expected to continue to take advantage of the situation in the post Covid-19 era. As the data of iiMedia Research showed, the scale of China mobile gaming market will grow to 185.03 billion yuan in 2020, and it is expected to exceed 200 billion yuan in 2021. In the mobile game market, e-sports, cloud gaming and overseas markets all have good development opportunities. Affected by the Covid-19, in the first half of 2020, China Mobile E-sports events were more limited online, and nearly 90% of the users interviewed are satisfied with the viewing experience of online E-sports events. When the impact of the Covid-19 weakens, the trend of online and offline development of E-sports events is expected to continue. Cloud gaming is an innovative mode in the game industry. In the future, its promotion is expected to break through the limitation of terminal and device configuration, and it will become a key product type for manufacturers. It is expected to increase to 658 million people in 2023. In terms of overseas market, overseas mobile gaming manufacturers recover slowly affected by the Covid-19, which is also a good opportunity for Chinese enterprises to enhance their influence overseas. Overall, China's mobile gaming still have a large growth space in the future. -
艾媒咨询|2020上半年中国网络互助发展专题研究报告
本报告研究涉及企业/品牌/案例:e互助、相互宝。
在国家政策的支持下,中国网络互助行业不断发展,逐渐成为医疗保障的有益补充。2019年中国网络互助行业救助总人数规模超过3万人,行业救助总金额超50亿元。截至2019年年底,中国网络互助覆盖人数达1.5亿人,预计2020年中国网络互助覆盖率达17.8%,2022年网络互助覆盖人数达有望达到3.9亿,覆盖率将达27.8%。通过网络互助平台的对比,结果显示,相较于报销型和综合型平台,给付型和聚焦型平台在人均互助金、获助比例等方面更具优势,e互助综合能力领先各平台。目前没有发现网络互助行业的规模效应,平台会员分摊未来有望保持平稳发展。未来中国网络互助将进入繁荣发展期,有望成为“国民级”产品,专业化运营与风险管控将成平台重点发展方向,行业也将从同质化到募集效率、金额的差异化发展。
With the support of national policies, China's network mutual assistance industry has continued to develop and has gradually become a useful supplement to medical security. In 2019, the total number of people assisted by China's network mutual assistance industry exceeded 30,000, and the total amount of industry assistance exceeded 5 billion yuan. At the end of 2019, the number of people covered by China's network mutual assistance reached 150 million. It is estimated that the coverage rate of China's network mutual assistance will reach 17.8% in 2020, and the number of network mutual assistance coverage is expected to reach 390 million in 2022, with a coverage rate of 27.8%. Through the comparison of network mutual assistance platforms, the results show that, compared with reimbursement and integrated platforms, payment and focused platforms have more advantages in terms of per capita mutual assistance, the proportion of assistance and so on. Besides, the comprehensive ability of “E HUAZHU” leads all platforms. At present, the scale effect of the network mutual assistance industry has not been found, and the platform members are expected to maintain stable spending in the future. In the future, China's network mutual assistance will enter a period of prosperity and development, and it is expected to become a "national-level" product. Professional operation and risk management will become the key development direction of the platforms. The industry will also develop from homogeneity to differentiated development in raising efficiency and amount. -
艾媒咨询|2020上半年中国在线直播行业研究报告
本报告研究涉及企业/品牌/案例:斗鱼直播、kk直播。
随着移动设备的普及、移动互联网用户的扩大,在线直播行业飞速发展,进入多维发展、多强并行的成熟阶段。网络直播行业在经历高速增长后经历了2018-2019年的行业沉淀阶段,而2020年在疫情期间“宅经济”的刺激行业又恢复了强势增长劲头。iiMedia Research(艾媒咨询)数据显示,预计2020年用户规模将有望达到5.26亿。目前,在线直播行业在模式和内容上都有很大的创新。“直播+”模式以直播媒介输出社会价值,与传统产业相结合,模式重构传统场景、创新商业模式,促进在线直播向细分领域拓展,同时也激活了社会就业生态。在内容创新上,除了UGC内容,越来越多的直播平台已经开始涉足PGC内容。数据显示,直播+渗透至各个领域,但娱乐消遣仍为主流,趣味挑战成为泛娱乐平台直播用户的偏好创新形式。未来,在线直播将发挥下沉优势,为传统企业数字化转型起助推作用。
With the popularization of mobile devices and the expansion of mobile Internet users, the online streaming industry has developed rapidly and entered a mature stage of multi-dimensional development and multi-strong parallel. After experiencing rapid growth, the online streaming industry experienced a precipitation stage from 2018 to 2019, while in 2020, the industry stimulated by the "home economy" during the epidemic period regained strong growth momentum. As the data of iiMedia Research showed, the scale of users is expected to reach 526 million in 2020. At present, the online streaming industry has made great innovations in both mode and content. The “live streaming +” model outputs social value through live broadcast media, combines with traditional industries, reconstructs traditional scenes and innovates business models, promotes the expansion of online live broadcast to subdivided fields, and also activates the social employment ecology. In terms of content innovation, in addition to UGC content, more and more live-streaming platforms have begun to set their hands on PGC content. Data show that “live streaming +” has penetrated into all fields, but entertainment is still the mainstream, and fun challenge has become the preferred innovative form of live streaming users on pan-entertainment platforms. In the future, online streaming will give full play to its sinking advantage and play a facilitating role in the digital transformation of traditional enterprises.
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